Hong Kong label eyes Shanghai flagship

An edgy fashion brand launched by two Hong Kong brothers is eyeing its first standalone flagship store – in Shanghai.

Brothers Eri and Philip Chu founded contemporary streetwear label Ground Zero which is now sold through 40 shops around the world, including I.T in Hong Kong. As the brand builds a following through its website, in stores and at fashion events, the pair is now planning a transactional website as well.

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Eri, a graphic artist by training, and Philip, who studied fashion design in London, launched Ground Zero in 2008, when the brand was first stocked in the Pineal Eye boutique in London’s Soho district.

Showcasing their work on the Hong Kong runway for the first time, the brothers will feature their spring/summer 2015 collection at the Hong Kong Fashion Extravaganza this month.

[youtube http://www.youtube.com/watch?v=oJfkLFLmqLg]

In an interview with Hong Kong Trade Development Council online magazine First Person, Philip Chu says persistence is key to breaking into the fashion business. When the brand was launched, the pair admit they lacked experience.

“Money is the biggest issue, of course. But also connections; we didn’t even know one buyer,” explained Philip. “This is how we started: I would carry my designs in a luggage case and would visit shops to ask if they would be interested in looking at and buying our collection.

“At first, we did a lot of consignments for some small but cool boutiques in London. Then we connected with an agent in Paris. They were selling a lot of good brands like Jean Paul Gaultier, and that’s how we had a chance to sell to many good boutiques around the world.”

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Currently the brothers are selling designs through consignment, including at I.T in Hong Kong. “We plan to open an online shop sometime in the future, as having one is very important. It’s better to have a link where people can buy immediately.

“Having a standalone store is still important, but not as important as before because people can absorb your brand image from the social media platform more than when they see your shop.

“But having your own store is a very big investment, especially if you want to open in a nice area in Hong Kong. We’re looking to open our first standalone store in Shanghai because it has a lot of fashionistas as well. Then we’ll eventually target second-tier cities.”

Read the full interview in First Person here.

 

 

 

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